• Journal of Digital Convergence
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• v.12 no.8
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• pp.157-173
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• 2014

In this study, how social media PR marketing affect corporate brand expansion was studied. this study consist of 5 chapters; needs and purposes in 1st, concept& characteristics, development processes, needs of social media and merits&demerits as marketing tool in 2nd. concept& characteristics and merits&demerits of corporate brand expansion in 3rd. examples of social media marketing in domestic&foreign and current statuses in 4th. In final, conclusion of the effect of social media PR marketing on corporate brand expansion were presented in each chapter.

• Journal of Information Management
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• v.42 no.4
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• pp.225-242
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• 2011

With the development of the IT and internet, companies try to use Blogs, Twitter, Facebook, smart phone for their marketing and customer relationship management. What is called social media marketing appear and it lead to new value creation to the company. However, until now most of libraries in Korea didn't have much interest in marketing and PR. In recent, libraries are starting to be interested in marketing and social network service. Library try to use social network service for marketing. This research introduces the various cases and status of using social network service for marketing in Korea and international library field, analyzes these cases from a marketing perspective. Finally, this research suggests the considerations and successful strategy for using social media marketing in library field.

• The Journal of the Korea institute of electronic communication sciences
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• v.10 no.9
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• pp.1071-1078
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• 2015

This paper is a study of social media marketing as a structured four types of model in order to analyze and perform social media marketing effectively. In this paper we analyze cases of each types of social media marketing and suggest a new social media marketing evaluation methods by a combination of reach and people engaged in using facebook insight.

• Journal of Digital Convergence
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• v.16 no.10
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• pp.427-436
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• 2018

Companies are now using SNS as an online marketing channel and increasingly using it for customer relationship management(CRM). Although companies are actively using social media for marketing, language study brands in South Korea are using social media marketing in widely different ways. Among various components of social media marketing activities, this study analyzed the effects of informativeness, content suitability, and recency of social media marketing on consumers from the perspectives of brand equity and purchase intent. In the results, components of social media marketing activities had significant effects on brand equity, in the order of recency, content suitability, and informativeness. Second, brand equity and consumer purchase intent had significant correlation. And having a child also influenced purchase intent. The results of this study can be used as basic data for research on social media marketing of language schools and propose a theoretical direction for future research in the field as there is little academic data related to the subject.

• The Journal of the Korea Contents Association
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• v.14 no.5
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• pp.332-346
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• 2014

The study supports not only the implicative results and strategic implication to social media staff and managers, but also extended the marketing studies in Korean financial institutions. This paper examined the effect of market orientation on social media marketing performance in the Korean financial institituions. Narver and Slater's market orientation theory was employed for the structural equation model framework. Indirect and direct implication on the social media marketing performance were analyzed. This study conducted online survey social media marketing staff and managers in 230 Korean financial institutions such as banks, securities, asset management, credit card, insurance companies. 102 responses were collected and analyzed. The results revealed that financial institutions' customer orientation, competitor orientation and inter-functional coordination have a positive impact on marketing communications execution degree but not direct effect on social media marketing performance except competitor orientation. Although it does not appear to have a statistically significant association between market orientation two concepts such as customer orientation and inter-functional coordination, and social media marketing performance directly, the competitive orientation has statistically positive impact.

• International Commerce and Information Review
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• v.13 no.4
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• pp.3-21
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• 2011

In this study, several experiments were designed to test the effectiveness of social media in export marketing. In particular, the experiments were made using Twitter and Facebook. The results showed that users' interest were able to increase the effects combined with B2B and B2C marketing events. The B2C marketing events could be made by personal target Event, Poll event, guest comments and social commerce. The B2B marketing was performed using Page Manager, Affiliate page, building and affiliate marketing group. Special features of Facebook such as social plug-in, Twitter integration, and Photo Tagging were found effective. A couple of implications were found in this study. First, the link between social media channel system was key success factor in effective export marketing. Second, the corporate marketing mix and social media consistent with the marketing mix strategy, communication between the managers and the managers' competencies were obtained for the key success factors.

• Journal of the Korea Society of Computer and Information
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• v.19 no.2
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• pp.117-124
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• 2014

In this paper, it aims to get an effective marketing strategy in terms of business by introducing combined social video and color marketing technique. The process of research will be implementing a stop motion technique video by combining a black and white video with an extracted color image and then, further investigates each process. The expected result is that the effects can contribute to the development and the activation of company or brand's social video marketing by using the new video production technique. From the perspective of a company, the technique can effect in a positive way. They can provide consistent message to customers (public) by the color effect which contain brand's core message.

• Knowledge Management Research
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• v.21 no.3
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• pp.141-160
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• 2020

This study provides a new perspective on the effect of social media marketing activities (SMMA) on purchase intention in Korean cosmetic firms. The increasing use of social media has changed how firms engage their brand with consumers. This phenomenon triggered a need for this research to examine further the influence of SMMA on social brand engagement (SBE), brand equity (BE), and purchase intention (PI). The purpose of this paper is to investigate the effect of SMMA on purchase intention in Korean cosmetic firms with brand equity and social brand engagement. The factors of SMMA were identified based on previous literature reviews that have an impact on social media marketing activity. To empirically test the effects of SMMA, this study conducted a questionnaire survey on 219 social media users for data analysis out of the initial 332 survey data. The results reveal that all five SMMA elements are positively related to BE, SBE, and PI. The study enables cosmetic brands to forecast the future purchasing behavior of their customers more accurately and brings clarity to manage their assets and marketing activities as well.

• The Journal of the Korea Contents Association
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• v.14 no.9
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• pp.411-427
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• 2014

The interest on the Open Source Software(OSS) has been increasing as the Microsoft's latest Windows XP support ended. In this light trend, this study can contribute to the OSS marketing area. Specifically, it examined that the activation of online brand community about the OSS can affect to prosumer marketing of the OSS utilizing social media platform. In addition, the OSS social media platform users' loyalty for the OSS was investigated. The findings show that content, consumer support, UI, and reward among the activate factors of online brand community significantly affected to the activation of OSS social media platform. The brand reputation, however, was found insignificant to the activation of OSS social media platform. In addition, the activation of OSS social media platform can positively affect to their loyalty for the OSS. It means that participation to the social media activities about OSS and interaction with others in the network can help to form positive attitude for the OSS. In conclusion, the prosumer marketing utilizing social platform can be an important strategy as a new solution of the OSS business in the rapidly changing ICT ecosystem environment.

• Journal of the Korean Data and Information Science Society
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• v.24 no.3
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• pp.427-436
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• 2013

Social media is drawing attention among companies for its potential as a marketing tool. There are many types of social media and their characteristics are varied, and thus choosing the appropriate social media considering the purpose of the company is important. In this paper, we conduct comparative analysis on the popular social media such as Facebook, Twitter, Naver blog, Youtube, Cyworld and Me2day using multidimensional scaling method. The result shows that there are differences in the effectiveness of enhancing diverse dimensions of corporate image among social media. This result can be used in developing social media based marketing strategy.